Google AdWords Set Up

Posted by
Skye C.

Communications Director

Posted Date
Jun 5, 2019
Virtual volunteer opportunity
Impact statement
This project will save us $3,486 , allowing us to focus on outreach to the communities that we serve so that we can ultimately help children reach their full potential in life.

Project Details

What We Need
  • Setup of Google AdWords ads
  • Training for staff on how to monitor performance and update Google AdWords ads going forward
  • Optional: Set up integration between Google AdWords and Google Analytics
Additional Details

Since we launched a new website, we need to (re)set up AdWords so that we are in compliance and maximizing campaigns and keywords.

What We Have In Place
  • We currently have access to AdWords and some Google recommendations, which should make it easy for you to get started. We also have staff who can help to implement, and the ability to provide any other information you need.
How This Will Help

We are losing thousands of dollars in free AdWords and we'd like to increase our SEO to be more easily reached by children/families, and volunteers.

Project Plan

Prep: Discuss AdWords Goals & Strategy
  • Professional and Volunteer Manager discuss goals and target audiences for search engine marketing efforts
  • Volunteer Manager shares AdWords credentials with Professional, as well as past marketing materials and style guide to use for ad content creation
Milestone 1: Organize Account & Choose Landing Pages
  • Professional establishes Google AdWords campaigns based on target audiences (e.g., donors vs. beneficiaries) and ad groups within each campaign
  • Volunteer Manager and Professional choose landing pages for each ad group
  • Professional trains Volunteer Manager on how to establish/modify campaigns and ad groups going forward
Milestone 2: Establish Keywords
  • Volunteer Manager and Professional use Keyword Planner to pick keywords for each ad group
  • Professional trains Volunteer Manager on how to monitor performance and update keywords & keyword match types
Milestone 3: Write Ads
  • Professional writes copy for ads (one for each ad group, if applicable)
  • Volunteer Manager provides feedback on ad copy, which Professional incorporates
Milestone 4: Reporting
  • Professional trains Volunteer Manager on how to monitor the AdWords portal for ongoing reporting
  • (Optional) If Organization already has Google Analytics tracking codes on website, Professional integrates Google AdWords with Google Analytics to help Volunteer Manager understand the behavior of users who click on their ads
  • (Optional) Professional trains Volunteer Manager on how to monitor website activity from Google Adwords ads on Google Analytics
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About The Org

Our Mission

To provide children facing adversity with strong and enduring, professionally supported 1-to-1 relationships that change their lives for the better, forever.

What We Do

We defend the potential of young people by serving kids between the ages of 6 - 18 in all nine Bay Area counties.

Many of our kids are from single-parent homes or live with a non-parent caregiver. Many live below the poverty level, with caregivers struggling to be an active presence while providing financial necessities for their family. Exposed to greater adversity such as elements of gang activity, substance abuse, and crime, they have the potential for greatness but need a special role model and friend they can trust.

We are a lifeline for these kids, by providing a special match with a mentor to help them realize their potential.

Our project is sponsored by: Marin Community Foundation

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